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People stopped shopping there because of the crappy things Mike Jefferies, the CEO says. Taking a logo off will not help this brand. “A lot of people don’t belong [in our clothes], and they can’t belong.” “Abercrombie is only interested in people with washboard stomachs who look like they’re about to jump on a surfboard” “I don’t want our core customers to see people who aren’t as hot as them wearing our clothing.” He's absolutely ridiculous and his status-obsession for A & F is what is driving people away. So they can go ahead and "rebrand" their clothing. But I don't think it will help them now. I'll never shop there again.

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